By: Pray Jani
Last updated : March 16, 2020 10:16 am
The “Bachao,” awareness campaign has taken over the outdoor media by surprise
DSP Mutual Fund bases its communication philosophy on honesty and simplicity and the campaign aims to deliver on both counts, given the hard hitting and precise messaging strategy, that relies on the power of one single word. Taking up multiple formats like large format hoardings, gantries among traditional media, and digital taxi-top media, bus shelters cab wraps, the campaign says only one thing – “Bachao.”
Talking about the creative thought Sanyal told, “The campaign is about equity linked saving schemes, which are popularly also called tax saver funds. That is what our campaign says in one word, because “Bachao” relates to so many different things but it drives the message home very simply and that is the point of advertising.”
DSP Mutual Fund unveiled 'Bachao' - its latest outdoor campaign as part of their investor education initiatives to build awareness around the 'Equity Linked Savings Schemes' (ELSS) category in time for the tax season. The campaign uses a very powerful one-word headline to grab consumer eyeballs while directly addressing how they can benefit through ELSS, or tax-saving mutual funds as many call them.
Rohit Singhania, Co-Head - Equities, DSP Investment Managers said, "Equity Linked Savings Schemes are a great way for not just saving tax, but to potentially create long term wealth. One shift we are encouraging for those who are investing in ELSS is to remain invested for 10 years or more. Just because there’s a short lock-in period of 3 years, don’t take it as an indication to exit. These are diversified equity funds at the end of the day and invest primarily in Indian equity markets. Remember, long term investing in ELSS also means compounding advantages along with tax saving benefits."